Location-Based Marketing To Reach $1.8B In 2015

Location-based advertising is still in its infancy, but according to a new study from ABI Research, businesses are primed to spend $1.8 billion on it in 2015 as part of their overall mobile marketing budgets.

“It’s still early days and there’s no single ‘right’ approach to location-based advertising,” says practice director Neil Strother. “This remains a very fragmented market that is full of experimentation.”

How should a retailer begin? Strother lays out a step-by-step guide for the would-be location-based advertiser in the report. The main points:

1) Establish your marketing goals, as with any other marketing campaign